2.1.1 Market Demographics The profile for Royce’s customer consists of the following geographic, demographic, and behavior factors: Geographics Currently Royce’ is well situated to serve the CentralBusiness District area. This is an area where most offices are located, and with the most concentrated workforce. With two outlets, one at Takashimaya and another at Suntec City, Royce’ is able to serve the customers within the area. Population within CBD is estimated at ____________ Demographics 1. Male and female. 2. Ages 18-55. This age range draws off a combination of university students and locals within the community. 3. Have (or are getting) a college education and some with graduate degrees. 4. An income over $40,000 (except the students who earn far less but have a decent amount of disposable income).
Behavior Factors • • • Enjoy alternative, or less commercial, movie options. Prefer to be stimulated intellectually when viewing their films. Participate in cultural activities.

2.1.2 Market Needs ICF is providing the customer with a wide range of high quality film rental options. ICF seeks to fulfill the following benefits that are important to their customers:

•

Selection: A wide range of rental options that are unavailable at the larger, dominant rental chains.

• • •

Accessibility: All rentals are available from ICF's centrally located storefront. Additionally, ICF is open a wide range of hours to accommodate customer's various schedules. Customer service: The patron will be impressed with the level of attention that they receive. Competitive pricing: All rentals will be priced competitively relative to the competition.

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